to Improve Your Copy
and Increase Your Sales
by: Tony L. Callahan
Why is it that so many
business web sites seem to rake in the cash while others never produce a
dime? What is it that makes the difference between a winning web site and
an also ran? The reason is more obvious that you would think, it's the copy
that make the difference. Below are ten ways that you can improve the copy
and increase the sales from your web site.
Proper application of
these tips combined with experimentation and refinement of your copy will
result in an increase in sales from your web site.
- Grab your readers
attention from the very first line by creating curiosity. Ask a question
or make a statement that causes a question to be formed in the minds
of your readers. This will get them to read on as they attempt to satisfy
- Write your copy
as if you are speaking with someone you know. Use the language you would
use in a conversation with a friend. Nothing turns away a potential
customer faster than realizing they are reading a sales pitch.
- Use "you"
and "your" words liberally and "I", "me"
and "us" words infrequently. Everyone likes to hear (or read)
about themselves. They like to feel like they are the center of attention.
Using "you" and "your" will help them feel that
the product may address their needs. Always remember, the focus of the
copy should be the prospective customer not the person selling the product.
- Keep the paragraphs
short, three or four sentences are fine. And while you are at it, format
the page so the column width of the copy is narrower than the entire
screen. Newspapers publishers have known for years that narrow columns
and short paragraphs keep people reading.
- Use bullet lists.
The eye naturally gravitates toward a list. People who are inclined
to skip over long, wordy sales copy will still look at bullet lists.
Use this fact to your advantage, list the "killer" benefits
of your offer here.
- Tell the reader
how the product or service will benefit them. Don't list the technical
details of your product in your sales copy, you can list those on a
linked page for those who are interested. Sales are made by appealing
to the reader's basic needs of comfort, security and acceptance. Your
copy should explain how your product can address one or more of these
- Keep it real, no
one is going to believe copy that is filled with hype. Most of your
readers will be sophisticated enough to to recognize hyperbole when
they see it. Don't make outrageous claims and beware of claims that,
while true, may appear to good to true.
- Publish customer
testimonials. You don't have any, you say? Then solicit some immediately.
Ask your current customers for their opinions regarding your product.
Get permission to use their words and publish them on your web site.
Testimonials are a very powerful selling tool, one that you can not
afford to ignore.
- Offer a iron clad,
no questions asked, money back guarantee. What better way to get someone
to buy your product than for them to know that you are willing to assume
all the risk? Sure, some customers may take advantage of such an guarantee,
but the increase in sales should offset the few unscrupulous characters
you may meet.
- Ask for the sale.
Many web sites do a great job of telling about the benefits of the product
but they neglect to ask the customer to buy. Don't stop there, lead
your customer through the purchase process. Always remember the KISS
(keep it simple sweetheart) principle. Be sure to thank customers for
their purchase and inform them how and when they will be receiving the
product they just purchased.
PS -- Okay,
this is really tip number eleven. Always include a postscript. Postscripts
get read, you read this, didn't you? The fact is most people can't resist
reading a postscript. Many readers will "cut to the chase" and
scroll to the bottom of the page, where they will find, and read, your
postscript. Be sure to briefly restate your offer in a postscript.
PPS -- I know,
tip number twelve. If you believe people read postscripts, then you can
be sure they read post postscripts. Use the PPS to mention a free bonus,
special offer deadline or simply to ask for the sale.
Copyright 2000, 2002
Tony L. Callahan All Rights Reserved
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L. Callahan, is a successful Internet Promotions Consultant with
more than twenty years of industry experience and is president of
his own Internet marketing company, Link-Promote.
He also publishes Web-Links Monthly, a newsletter full of
tips, tricks, tools and techniques for successful web site promotions.
To subscribe, send e-mail to: Web-Linksfirstname.lastname@example.org.
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